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The activity of Natura from the perspective of sustainable development and of corporate social responsibility

The activity of Natura from the perspective of sustainable development and of corporate social... Purpose – The purpose of this paper is to discuss whether it is possible to reconcile the objectives of sustainable development (SD) with a company's socially responsible performance in the Brazilian Amazon. The relationship between the concepts of SD and corporate social responsibility (CSR) is presented. Design/methodology/approach – The case study method was used, based on the analysis of the Saboaria (soaps factory) of the Brazilian cosmetics company Natura. Findings – The study demonstrated the coexistence and integration of both concepts, translated into strategies and practices of organizational management. Research limitations/implications – The fundamental limitation of the paper is that it is formed using secondary data, collected from the internet and printed media. Conducting further research using primary data, such as interviews or surveys with Natura's managers, Natura's consumers, or Natura's employees/community, and for a longer period to analyze the Natura Saboaria experience is necessary. Practical implications – The major implication for practice is that a sustainable strategy is necessary on a wide sense, not just in line with economic dimension. Originality/value – This study integrates the literatures on SD and CSR to a series of business projects geared towards the sustainable use of the Amazon's resources, in pursuit of socially responsible behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research The Journal of the Iberoamerican Academy of Management Emerald Publishing

The activity of Natura from the perspective of sustainable development and of corporate social responsibility

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References (21)

Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1536-5433
DOI
10.1108/1536-541011089402
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to discuss whether it is possible to reconcile the objectives of sustainable development (SD) with a company's socially responsible performance in the Brazilian Amazon. The relationship between the concepts of SD and corporate social responsibility (CSR) is presented. Design/methodology/approach – The case study method was used, based on the analysis of the Saboaria (soaps factory) of the Brazilian cosmetics company Natura. Findings – The study demonstrated the coexistence and integration of both concepts, translated into strategies and practices of organizational management. Research limitations/implications – The fundamental limitation of the paper is that it is formed using secondary data, collected from the internet and printed media. Conducting further research using primary data, such as interviews or surveys with Natura's managers, Natura's consumers, or Natura's employees/community, and for a longer period to analyze the Natura Saboaria experience is necessary. Practical implications – The major implication for practice is that a sustainable strategy is necessary on a wide sense, not just in line with economic dimension. Originality/value – This study integrates the literatures on SD and CSR to a series of business projects geared towards the sustainable use of the Amazon's resources, in pursuit of socially responsible behavior.

Journal

Management Research The Journal of the Iberoamerican Academy of ManagementEmerald Publishing

Published: Nov 12, 2010

Keywords: Sustainable development; Corporate social responsibility; Brazil

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